Also called one-on-one interview, Usually 20 minutes to 1 hour, Nonstructured, Interviewer will often probe to get more feedback (see following slide for probing), Session is usually

recorded

qualitative collection

8-10 participants, Respondents are

recruited through a screener questionnaire, Lasts about 2 hours, Always taped or videotaped to assist analysis, Often held in front of two-way mirrors, Online focus groups are growing

metaphor analysis

Zaltman Metaphor Elicitation Technique (ZMET) combines collage research and metaphor analysis to bring to the surface the mental models and the major themes or constructs that drive consumer thinking and behavior.

looking in

qualitative, looking at social media and blogs

quantitative research

observation, experimentation, survey questionairres

value proposition

expressed through promotion, stating the product’s or service’s capacity to deliver

specific benefits.

demographic segmentation

age, gender, marital status, family life cycle, income, education

geodemographic segmentation

Based on geography and demographics, People who live close to one another are similar

Individual’s conscious control that balances the demands of the id and superego

Dogmaticism

A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Inner-directedness

rely on own values when evaluating products, Innovators

other-directedness

look to others, less likely to be innovators

Optimum Stimulation Level

A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences, High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

sensation seeking

The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.

is the immediate and direct response of the sensory organs to stimuli, stimulus is any unit of input to any of the senses.

absolute threshold

lowest level where senses pick something up, varies by individual

sensory adaption

when consumers get used to a sensation. used to a product, ad, etc

differential threshold

Minimal difference that can be detected between two similar stimuli, Just Noticeable Difference, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

perceptual selection

consumers subconsciously which of the stimuli they are going to perceive. depends on a previous experience or motives at the time